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Thomas Aigner, Business Development Manager at, discusses the changing landscape of CRM processes and how the development of artificial intelligence is changing the future of CRM.

How does Ibex see the future of iGaming CRM developing in relation to AI and how will this benefit operators?

What does the current iGaming CRM landscape look like? What changes do you expect in the next few years?

Currently we are seeing more and more investment in AI solutions as operators and vendors seek to gain an edge in the increasingly competitive iGaming market, however, I believe that in As an industry, we’ve only just begun to scratch the surface with significant changes to CRM coming soon. There are obvious and well-known CRM providers in the market, such as Optimove and Fasttrack, as well as many promising rising stars entering the space. We have already seen examples of acquisitions of these new companies through recent deals involving the acquisition of Graphyte by Optimove, and I expect to see more of these types of partnerships moving forward.

Most of the ongoing innovations have been structured in a traditional linear way, to optimize current CRM processes and the functioning of these teams, essentially helping them to better segment actors or create rule-based systems (gamification or customer journey) . Once built, they send automated communications, but in the same way that the term personalization is often misused, automation is also because companies always need someone to constantly create new groups. targets, campaigns and rules for new routes. This increases overhead through the cost of labor to maintain these systems, while the use of AI that provides true automation reduces these costs. The future of CRM is AI – creating full automation and developing an autonomous system is paramount, and this process is at the heart of what Ibex.AI stands for.

As AI becomes more and more integrated into the CRM process, we will see fundamental differences in the way businesses operate day-to-day. CRM teams will start to move away from segmentation and average campaigns for target groups and move towards 100% personalization. We will see less human error through data analysis and get closer to perfectly accurate execution.

What do advances in AI technology mean for future jobs?

There is always a feeling of fear of the unknown when it comes to innovations, especially when it comes to artificial intelligence. The real goal here is for AI to help businesses by automating the process, reducing the amount of work that is currently done by humans, these job roles adapting to focus more and more on creativity, strategy and give people more business responsibility. This could mean that CRM and retention managers can become more brand managers, take on more responsibility and take on bigger markets. AI also creates the opportunity to help start-ups without the budget of their CRM team, as well as brands looking to enter new markets.

How will the CRM changes affect issues around bonus abuse and player retention?

Bonus abuse and player retention have been a concern within the industry and AI can address many of these issues through the use of deep learning algorithms. The AI ​​can predict each player’s LTV in many different scenarios, executing an action only if it generates a profit. As a result, these models can also identify bonus abusers and would limit or even stop bonuses for those players as they have become unprofitable for the company.

True personalization will play a big role in player retention in the future – but not in the way it’s currently used – all companies say they personalize but in fact are getting more granular when creating target groups or creating more and more rule-based customer journeys. This is strongly tied to retention, with players getting a far greater personalized experience through campaigns and activities aimed specifically at them, as opposed to an average group of people, which further connects customers to the brand.

How does AI allow operators to influence player behavior? Does it differ from the standard CRM approach?

AI can fundamentally change the standard CRM approach and how it works, as it reduces the workload of marketing teams and the CRM process. A practice that can, in many cases, have six main steps can be reduced to one or two, those of checking the performance of the machine and coming up with new and creative ideas that the AI ​​can then execute and optimize. This focus on new, creative ideas then changes player behavior by diversifying the way operators address players. Additionally, the AI ​​affects each player by analyzing them as individuals and constantly improving what is best for them, a process that would take far too long with the standard CRM approach.

Do you see any specific markets that will benefit further from advances in iGaming CRM?

Obviously, the majority of innovative ideas come from mature markets in Europe and the United States, but I think that, especially in LATAM and Africa, there is a great opportunity to grow and help operators there to do the difference and to evolve more quickly while developing the global market. It can only be positive. If we can improve the overall betting experience for players in these markets and allow companies to free up time and focus on other areas of business as they grow, then I think that is an excellent result.

What future for AI?

I believe that in the future we will reflect and struggle to understand how we could have lived without the support of AI to be able to provide the best entertainment for every player. AI will be an integral part of the iGaming market and will only continue to grow and develop as more and more people within the industry understand how machine learning is now proving to be an asset. invaluable for retention teams. Everyone will use at least some and in some cases more AI tools and grow their teams to understand and work effectively with this innovative technology.

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